Lifthrasil: Yes, the issue on the surface was that another ill-advised tweet happened. But apologizing to the loudest minority or not does make a difference. These ISIs (Insult Seeking Idiots ... I dislike the term SJW) usually go for weak targets and like the illusion of power it gives them. If the target doesn't react, they can rant all they want without achieving much and usually go for other targets sooner or later. So not caving in would probably have mitigated later mishaps. But avoiding those mishaps would still have been better. Also not caving in would have gathered GOG support from the other camp for staying true to themselves. ... but waffling back and forth, first alienating one side and then the other, is about the worst thing a company can do. So the PR behaviour of the last months was really an exercise in how to alienate as many customers as possible without attracting new customers. If this was an intentional sabotage, it was a job well done. If it was supposed to be PR for GOG and not against, then it was a very bad job.
Or shorter version: ideally companies should stay away from hot, political topics on volatile social media. Playing with fire is dangerous. But if you decide to play with fire for the attention it generates, then pick a position and stick to it. You will lose some support in that way but gain some from other people. But jumping back and forth in an uncontrolled fashion will just make you look incompetent and insincere.
I hate to say it, but Valve did it right when these "moral crusaders" exploited their reporting algorithms in their vain attempts to remove sexually-themed visual novels. Valve came out strong in proclaiming how they were no longer moderating by taste, and the new line was now illegal content. The screechers at Kotaku/Polygon and the like cried bloody murder, but no one cares now.
The problem is that's what these people do. They make a mountain out of a molehill. You cannot tell me that the Twitter feed of any of these rags doesn't have far more than 4 or 5 Tweets far more offensive than anything posted from a CD Projekt account.